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eNewsletters, also known as eZines or email newsletters, are extremely popular with many websites providing the option for visitors to sign up to stay informed on the latest news, products, services and information on the business or the niche the business focuses on. Also see eNewsletters for developing your own eNewsletter product.
eNewsletter advertising is buying space in an email newsletter from relevant partners, associations and businesses – much like a magazine except you are usually purchasing a space for a graphical banner that provides a link through to your website or product page, instead of a space in a physical magazine.
eNewsletter advertising pricing varies greatly – some associations may be willing to publish a banner about your business for free or less than $100, where others charge a substantial price per 1000 email subscribers or per email address.
To find eNewsletters you can advertise in, try:
- Local Business Associations or niche/vertical industry associations
- Networking groups
- Australian Direct Marketing Association – this group requires their members to market with 'honesty, fair trading and privacy protection'. They have a member database where you can find mailing list providers who subscribe to their policies and standards. And these lists are not just for email – there are mailing list suppliers for direct (snail) mail and fax as well
- Complimentary businesses i.e. approach partners and businesses that compliment your products and services and ask if you can place an advertisement or swap space in their eNewsletter for space in yours
TIP: SPAM LEGISLATIONWhen buying (renting) email lists beware of lists that you send via your own email program i.e. you are just given a long list of email addresses to send your emails to. Sending emails to lists of people without having them 'opt-in' to your communications is classified as spam. In Australia you can be prosecuted for spamming people (SPAM ACT 2003). As such its best to purchase space in an existing eNewsletter or have the owner of the list send your email as they should have already obtained permission from their readers to send them email about third party products and services.
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